DS Group Launches Pallu Protection Equipment Awareness Campaign in Uttar Pradesh
DS Group, a leading FMCG conglomerate founded in 1929, announced the rollout of its Pallu Protection Equipment (PPE) awareness campaign in seven villages of Baghpat district – Pali, Katha, Bandpur, Sunehra, Basi, Mavikala and Sankrodh – targeting women farmers who are regularly exposed to agricultural pesticides and chemicals. The programme, part of the broader FarmHER initiative that recognises women’s contributions to Indian agriculture, seeks to move from awareness to action by providing a culturally relevant protective solution.
The core product is an advanced, washable nano‑fibre filter that can be stitched into a saree pallu or dupatta, converting the traditional garment into a barrier against pesticide particles, dust and PM2.5 pollutants. The filters are supplied free of cost through identified tailor shops, pesticide outlets and chemist stores in the seven villages. A special version of the filter has also been integrated into the gamcha, a cloth traditionally used by male farmers, allowing men to benefit from the same protection.
To ensure widespread adoption, the initiative employs mobile awareness vans, traditional puppet shows, and nukkad nataks (street plays) conducted in the local language. Door‑to‑door educational outreach complements these activities. Health camps are organised in each village, offering blood‑pressure and blood‑sugar screenings, basic health counselling, and the distribution of PPE protective masks. Every participating woman also receives a mirror and a calendar printed with messages reinforcing safe farming practices.
Senior Vice President Rajeev Jain, Corporate Marketing, stated, “Women farmers play a vital role in India’s agricultural economy, yet awareness of the occupational health risks they face remains limited. Our field research revealed that the saree pallu and dupatta are often used as informal protective coverings during pesticide‑intensive work, despite offering inadequate protection. This highlights the urgent need for simple, practical and culturally appropriate solutions that women farmers can seamlessly adopt.”
The campaign underscores DS Group’s commitment to ESG principles. The company’s headquarters has earned LEED Platinum and LEED Zero Carbon certifications, and the group has completed a double materiality assessment across all businesses. Its water positivity index stands at 1.8 across 30 Indian locations, reflecting ongoing sustainability efforts.